CONFERENCE 2021

9:00 – 9:30

Registration, refreshment, networking

9:30 – 9:45

Wecome speech, ScreenVoice brand launch

9:45 – 10:30

Richard Broughton, Ampere Analysis

The European VOD landscape – the state of play

A data-driven review of the evolution of the European on-demand market, covering:

• The current size and trajectory of video-on-demand in Europe, and its contribution to the region’s audiovisual economy.
• Consumer behaviours – how uptake and usage of video-on-demand is changing across different audience groups.
• Local vs international platforms. Who are the market leaders, and how are European groups performing relative to US entrants?
• The increasing importance of distribution partners in a crowded and complex marketplace.
• Evolving content and positioning strategies. How are the global streaming groups changing their approach to the market in Europe, and what does this mean for broadcasters and local VoD players alike?

10:30 – 11:15

Magnus Fischer, RTL INTERACTIVE GMBH

RTL+ – Local hero of the German streaming market

• German media consumption development.
• RTL video platform in the early stages and the development into today’s platform.
• Product and business concepts.
• Development of performance.

11:15 – 12:00

Coffee break / Brunch

12:00 – 12:45

Daniel Reiner, RTL DATA Alliance

Stefan Schönherr, eye square

Track the Success

Screenforce study “Track the Success” proves: The reception situation explains the advertising impact

• Key insight: The usage situation is crucial for the advertising effect
• TV content: Highest advertising impact due to the best visibility and intense perception – YouTube and Facebook well behind
• Identical patterns of results for Germany, Austria and Switzerland (DACH)

 

With the experimental DACH study “Track the Success”, Screenforce – the initiative of marketers of TV- and moving image content in Germany, Austria and Switzerland – presents the further development of the widely acclaimed advertising impact study “Not all Reach is Equal” from karen Nelson-Field (2020). Once more, it compares the effectiveness of identical commercials displayed on different media channels, more specifically TV, BVOD, YouTube and Facebook. This year, however, the focus is on the reception situation during media consumption. The study was run by the institute eye square, which used a completely new study design to conduct the largest in-home study to date across all German-speaking countries. The results of the study can be downloaded at www.screenforce.de.

 

The study “Track the Success” essentially explores how viewers and users perceive media content and analyses the implications on advertising impact that derive from the specific reception situation. Three factors were examined: Perception, Reaction and Impact. The term “perception” refers to all variables relating to the technical playout of the advertising: How long the advertising was displayed for, with what sound setting and what screen coverage. It also includes the visual attention of the viewers: How much time did they spend looking at the screen while the advertisement was displayed? “Reaction” describes the emotional response and activation. How sucessfull is the ad when it comes to emotionalising the viewer? Does the audience feel rather relaxed or activated while watching the content and advertising?

Overview of the main key insights

 

• Advertising on TV is particularly effective. It is well ahead in both unaided and aided advertising awareness. .
• The purchase intention is generally more difficult to influence as it depends on several factors. The differences are therefore smaller, however the pattern remains largely the same. TV and BVOD are even, followed by YouTube and Facebook.
• Looking at the emotionalisation in total while attention was paid to the ad, BVOD comes first, followed by TV and YouTube. Facebook does not achieve a comparable level of emotionalisation. Positive emotions are important because they make people more open and receptive to advertising messages. Consumers who have a positive association with a certain brand are generally more willing to purchase their products as well.
• The differences between content and advertising are also noticeable. In TV and BVOD, advertising has a comparably strong emotional impact as the content itself. On YouTube, the discrepancy is greater. The losses in comparison to the content are highest on Facebook.
• With TV as a lean-back medium, the viewers find themselves in a rather relaxed state during the reception of advertising, while with YouTube – as a lean-forward medium – the mood seems generally more tense which indicates a stronger feeling of disturbance by the advertising. BVOD is somewhat in the middle. With Facebook, the briefness of the contact means that the ads are not very activating.

Malte Hildebrandt, Managing Director Screenforce: „Perception and reaction are crucial for the effect. They describe the reception situation in detail and therefore provide indications of the contact quality, which ultimately explains the differences regarding the effectiveness. With the study Track the Success, we can validly prove on the basis of a high number of cases that in all of the categories examined, TV and BVOD are clearly superior to YouTube and, particularly, Facebook.”

12:45 – 13:30

Chris Goldson, ITV
Bhavit Chandrani, ITV

The renaissance of TV advertising

ITV shares the story of how advertisers are rediscovering the power of TV in the UK:

We are experiencing a renaissance in TV advertising, and we’ll talk through the 4 ‘R’s, which are:

1. Rediscovery of TV advertising among core categories
2. Revaluation of the value of ITV as an advertising partner during the pandemic
3. Revitalised customer base following the rise of e-commerce and DTC brands
4. Reinvention of TV advertising, building on core successes with an evolving addressable proposition

13:30

Closing summary, end of the conference